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Priceline.com
Building & Evolving an Icon for Long-Term Growth

RAN IN: United States

CLIENT
Priceline.com

Brett Keller, CMO
Rachel Mahoney, VP, Brand Strategy & Media
Susan Smith, Sr. Creative Director

AGENCY
Butler, Shine, Stern & Partners *Lead Agency

Greg Stern, CEO
John Butler, Executive Creative Director
Ed Cotton, Director of Strategy and Innovation
Steve Mapp, Creative Director
Carley Case, Acct. Director


Ocean Media LLC *Lead Agency

Ron Luebbert, COO
Dave Coleman, VP Strategy and Development


Relevant24


SUMMARY

Priceline was fighting to stand out in a commoditized online travel category and needed a compelling brand point of view. Enter The Priceline Negotiator. Inspired by consumer research and employee interviews, the campaign personified the companys DNA of going to great lengths to save people money. As the recession hit and consumers cut back on travel, and as new entrants crowded the space, the campaign strategically evolved to attract new users and reflect changing travel-booking behavior. The campaign drove unprecedented long-term growth and turned Priceline into a category leader.

CASE STUDY

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CASE VIDEO


Hero Medium: TV

Audience: Psychographic Treasure Hunters: A group or people on an obsessive search for the best deals.

Objectives: Brand relaunch, reposition

Type: Business to Consumer

Classification: National

Language: English